People discovering your content is the key to having a successful channel.
YouTube views come primarily from 4 places:
- Content being shared
- Viewers being opted in i.e. subscribers or email list
- Cross promotion
- Search and discovery
Content that is being shared, is most effective through word of mouth. People respond better to recommendations from friends and associates then they do by being offered a link.
A good way to ensure your content is shared through recommendations is to have either some shock value, something unique or something funny that will get people talking. This may be anything from a controversial view on current events, to some unique striking imagery in your videos.
Subscribers are also important, these are people who have previously been invested in your content enough to subscribe and often want to see new videos that you upload, providing the content is consistent. YouTube will offer your videos to them in their feeds and via notifications.
To help gain subscribers, we recommend adding end cards to your videos prompting users to subscribe.
Optimising your metadata is also an important factor when being discovered. You need to ensure the metadata attached to your video is accurate and not misleading, misleading metadata can mean viewers leave your videos shortly after playing as they are not engaged, this has a negative effect on the discoverability of your videos within YouTubes search algorithms.
A good method for seeing what people are searching for is to type one word in the YouTube search bar and see what auto populates. You can then consider these popular search terms when naming and entering metadata on your videos.
Another way of driving traffic is piggybacking off current trending topics. If there is a current trending topic such as a popular festival or world event relevant to your channel, you can incorporate it into your video. It is important you do not detract from what your video / channel is about though. This method is called Tent Pole Programming.
If the event you are piggybacking off of is scheduled, note the date of the event and work backwards, upload content on the pre-buzz phase and catch viewers on the upswing. For example, if one of your artists is playing a popular festival, you could put up a warm up set a few days before and then another video of them travelling to the event.
Collaborating with other channels, artists or labels is also another great way to raise your profile and direct fans to your channel which may have previously been unaware of your label or brand. This could be anything from a collaboration on a track between artists, to an event with multiple label stages, or even a guest mix on a radio show.
If you have a label group with multiple brands under the one umbrella, link your YouTube pages and create curated playlists on each channel of content from the other channel.